MARKETING

1 MARKETING CLASS XI Study Material INDEX Unit 1: Introduction to MARKETING Unit 2: MARKETING Environment Unit 3: MARKETING Segmentation, Targeting & Positioning Unit 4: Fundamentals of MARKETING Mix Unit 5: Consumer Behavior 1 UNIT - 1 Unit Code UNIT TITLE: Introduction to MARKETING Location: Class Room Duration: Marks: 12 Learning Outcome Knowledge Evaluation Performance Evaluation Teaching & Training Method Session 1: Introduction to Concept and Definition Of MARKETING 1. Concept of MARKETING 2. Definition and Meaning of MARKETING 1. Understanding of MARKETING concept in day to day life.

2 2. Difference between manufacturer and marketer 3. Objectives of MARKETING 4. Detailed definition of MARKETING different manufacturers and marketers of products MARKETING b y understanding need, wants, demands, market offerings 3. Understand objectives of MARKETING customer value and customer satisfaction in MARKETING Activity: Acquaint students with the concept of Manufacturer and marketer by making them picking products that they consume every day and finding out the manufacturer and marketers of each. 2. making students understand need, wants, demands, market offering and customer value along with customer satisfaction Session 2: Scope and Importance of MARKETING 1.

3 Understand Scope of MARKETING 2. Importance of 1. Describe the scope of MARKETING by MARKETING 1. Specify scope of MARKETING by supporting examples in each Interactive Lecture: Acquaint students with the scope and importance of MARKETING CLASS XIStudy Material2 MARKETING . people, ideas, experience, events, places, properties, organisations and information is a Market and Types of Markets of MARKETING to marketers, customer and society case mentioned types of markets on the basis of level, customers and medium 3. Specify the role of MARKETING in development of economy, in a company, society and consumers MARKETING Activity: 1.

4 Prepare an assignment by collecting print advertisements and analysing the message conveyed in MARKETING of goods, services people, ideas, experience, events, places, properties, organisations and information. 3. Visit different companies and find different MARKETING and selling activities adopted Session 3: Journey of MARKETING through different MARKETING Philosophies 1. Evolution of different MARKETING Philosophies the evolution of MARKETING through production concept, product concept , selling concept, MARKETING concept and societal MARKETING concept Distinguish between MARKETING and 1.

5 Identify the basic ideology behind each concept evolved 2. Enumerate supportive examples for each concept Interactive Lecture: Discussion of different philosophies of MARKETING evolved over period of time. Activity: Prepare an assignment of Which Philosophies are being adapted as per todays context with examples to support from different industry 3 selling Session 4: Difference between MARKETING and Selling 1. Concept of MARKETING and Selling 1. Explain MARKETING and selling as different concepts different ideologies behind the concepts 1. Identify the point of differences in the MARKETING and selling concepts 2.

6 List out the components essential for selling and MARKETING Interactive Lecture: Discussion on how MARKETING and selling are different Activity: 1. Visit in a group to different MARKETING organisations in your locality (distributors, wholesalers, retailers). Make a report to find the MARKETING activities of each of them respectively. Also identify different activities followed in selling and MARKETING UNIT TITLE: Introduction of MARKETING Learning Objectives After reading this unit, students will be able to: Explain the meaning and concept of MARKETING Understand the importance of MARKETING to Marketer, consumers and society Understand the scope of MARKETING Distinguish between MARKETING and selling Learn the journey of MARKETING through different philosophies Explain the meaning of certain keywords 4 INTRODUCTION Consider a typical day in one s life.

7 We start our day with consumption of different sorts of products from the moment we wake up in the morning to the time we go to bed. Most of the times we start our day by taking a bath with the soap and the shampoo that we use. The breakfast we take might be a parantha, bread, butter, milk, tea or juice. The cloth we drape in. We may be using public and private transport for commuting to go to schools or workplace. The use of gadgets throughout the day, the television shows we watch for entertainment, the books and newspaper or information material we read, the bed mattress we sleep on and the list of products we use are endless.

8 The entire day we consume different sorts of products. Have we ever thought of where do these products come from? Who does manufacture them? How does the product reach us and how have we come to know about the product? There are three classes involved in the complete process of consumption , the manufacturer or producer, marketer and the end user. A manufacturer is someone who makes products in a factory; anything from a needle to a plane. A producer is someone who makes the product but not in a factory. For example, a farmer is a producer of fruits and vegetables. On the other hand, marketer is someone who performs various activities to facilitate exchange of goods and services between the producers or manufacturers and users (consumer) of the product.

9 End user is a person who ultimately uses or intends to use the product also known as consumer. For example 'Fiama Di Wills soap', Engage deo , Aashirvaadaata , Sunfeast biscuits , Bingo snacks , Yippee noodles , B Natural juices , John player and Miss player cloths are manufactured by Indian Tobacco Company (ITC) and marketed by ITC too. But there can be different set of manufacturers and marketers like Good Day Crunches is manufactured by Food Pvt. Ltd but marketed by Britania. Similarly Polo mint candy brand with a hole in the middle is manufactured by Makson Pharmaceuticals but marketed by Nestle India.

10 Thus, Britania and Nestle are marketer s but not manufacturers of the products. These firms undertake various activities to stimulate the demand of their products and earn profit by meeting customers needs and wants. These firms perform various activities by the marketers to facilitate exchange of goods and services between the producer and consumer 5 called MARKETING activities. We as consumers might know the marketer s name as that is what is popularly known. Activity 1 Pick out products that you consume every day basis. It can be from chewing gum to a Car. Find out is the manufacturer and marketer the same.